The influence of endorsers and message-based persuasion on consumers’ attention and advertising effects
碩士 === 正修科技大學 === 資訊管理研究所 === 100 === The purpose of this study is to explore how endorsers and attribute-framing influence consumers’ advertising attention and advertising effects. In addition, we also analyze if respondents’ product involvement will have moderator effects on the relationship betww...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2012
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| Online Access: | http://ndltd.ncl.edu.tw/handle/43435741841330717136 |